The internet trend is simple: A friend or family member looks into the camera and tells viewers, in a slightly aggressive tone, that they are about to witness a presentation and that they had better be nice.
That’s what Kendall, the sister of Lucious McDaniel IV, did, and after she stepped aside, her brother pitched his company, BiteSight, a food delivery app that lets users watch videos of food before ordering. It also lets customers see what their friends have ordered and bookmark places to try out. The app plays on how young people engage with content — through short-form videos and recommendations from friends.
McDaniel posted the video and went back to work. Fifteen minutes later, his sister texted him that their post was going viral. “We were at 20,000 views in 15 minutes,” McDaniel told TechCrunch. Excitement came, but then chaos ensued as “parts of our app started to break as we got more users.”
The engineering team worked around the clock to keep BiteSight functional, while McDaniel took to making TikToks about the chaos, which ended up going viral, too. He said people loved the “authenticity” behind seeing what happens when “your app explodes overnight.”
The video of McDaniel presenting this idea has since amassed almost four million likes on TikTok and a quarter of a million on Instagram, joining a trend of young entrepreneurs using TikTok and Instagram Reels to gain traction and deal flow.
McDaniel told TechCrunch that the idea to make this video came after watching a friend partake in the same internet trend for his dating app. “It got over a million views, and he suggested I try it for BiteSight.”
McDaniel, who is 24, said he, like many young people, realized he was eating too much takeout, ordering from the same three places because he couldn’t discover new restaurants on delivery apps. “I’d hit this wall of identical-looking restaurants with stock photos, and somehow every place had 4.6 stars.”
He started keeping a spreadsheet of restaurants he’d found on Instagram and TikTok, tracking actual reviews, and seeing what his friends thought about said places. “When I realized other people were doing the exact same thing, my co-founder Zac and I decided to build something better: an app that actually reflects how we discover food today,” he said, referring to Zac Schulwolf, the company’s CTO.
McDaniel is no stranger to the tech industry. He previously worked at General Atlantic, where one of his main focus areas was restaurant technology. He previously founded a payments company called Phly, led product for a recruitment software, and has even angel invested in a few companies, including the fintech Mercury.
